Once you’ve selected a format for your lead magnet, your next task is to decide on a subject. That’s going to provide you with the “hook” which is what you’ll be promoting in your ads, direct mail copy or however you decide to promote the availability of the free offer. Lead magnets live and die based on whether the topic is one that people will want to grab.

One of the biggest challenges facing consultants, experts and advisors, is how to stand out from the pack. As one might guess, the primary benefit of becoming a recognized expert is that it draws potential clients to you, rather than you having to chase after them.

Case in point.

If you ask most consultants and advisors how they get new clients-you’ll hear, “Referrals.”

I call this the News-Compiler Strategy. It’s an easy way to build trust and credibility with your niche audience-plus it will eliminate once and for all the problem of creating content for your blog posts.

Let’s face it-there’s a lot of news out there. Most of which we miss.

However, your niche market has very specific interests, and if you can make sure they’re up to date on news that pertains to them, you’ll position yourself as an expert and serious player in ...

An ongoing point of discussion is-How often should you follow up with prospects once they’re in your marketing funnel? Here are some guidelines that should be helpful.

Frequency decreases as time goes on: In the very beginning, it’s important that you solidify your company name, and the types of services you offer, in the mind of your prospective client. This is why an initial series of videos delivered in a rapid-fire sequence, is an important element of the initial communication strategy.

What many don’t realize is that today’s emphasis on content marketing, is really a return to the past. Back in the 1960s many brands were primarily responsible for the development of the hit programs of the day. General Foods created the Jack Benny show, primarily as a means of selling Jello.

Today, brands can become their own distribution network for their content. RedBull literally pushed the edge of space with its sponsorship of a historic 24 mile free-fall to earth. Branded ...

The goal of any effective marketing system is to eliminate objections before an actual conversation takes place. Unfortunately, many marketing programs are evaluated on the quantity, rather than the quality of leads that are generated. Since the most expensive and valuable resource you have is your time, it’s my belief that better metrics for marketing are 1) how qualified is each prospect you speak with, and 2) the closing ratio of those conversations.

I’m somewhat amused when I hear that “content is the new king”. For those of us who offer high-value services, the use of content is well known. White papers, free reports, blog articles, videos…we know that “content” is crucial for attracting new clients.

But with all this emphasis on content-aren’t we running the risk of burning out? How much content can our prospective clients really consume and what are they most interested in? As the pressure increases for providers of high-value ...

Whether you’re sending an email for the first time to a prospect, of if they’ve been on your list for years, if it isn’t opened, the marketing effort quickly collapses. Your open rates largely depend on the subject line, so let’s take a look at what subject line themes get clicked on.

1) Benefit To Me. When you’re struggling to figure out what to put in the subject line, put yourself in your prospects shoes and ask, What’s the benefit I’ll get ...